But as I was reading the paper this morning, I learned that there IS a difference. A full-page ad caught my eye. (Had I been reading the paper online, I probably wouldn't have seen or looked at the ad. But that's a subject for another post someday.)It was an open letter to Comedy Central host Steven Colbert, who evidently made some disparaging comments recently about Miracle Whip. Possibly he was responding to a new ad campaign the Kraft Foods brand launched a few weeks ago, trying to differentiate Miracle Whip from real mayo by talking about its blend of spices that give it a distinct flavor. (I never realized that.) graphic: District Domestic
The Miracle Whip folks are turning Colbert's joking comments into a faux mayo war which seems to me is a very clever way to get attention and promote the product benefits. They're doing it in a way that may reach people who wouldn't respond to a traditional food product ad.
Some excerpts from the ad:
"Mr. Colbert, we found your attacks a little harsh, occasionally funny and at times wholly inaccurate.... But unblike most advertisers who are so mayo, who would back down at the slightest whiff of controversy and pull their advertising not just from your show but from your entire network and all its sister entities -- we intend to do just the opposite.
"On November 12, we will dominate the airspace on your show. With every commercial break, your viewers will be exposed to hardcore Miracle Whip attitude and revelry. You will see our legion of "mayonay-sayers" snarfing sandwiches topped with our one-of-a-kind flavor in a very cool and totally hip way. They will be in your face... They will not tone it down.
I don't know if this whole thing is a set-up they've done with Colbert and the Comedy Central ad sales team, or if it's just smart exploitation of an opportunity. But here's a brand that's not taking itself too seriously, and their response to Colbert's "slight" seems in character with their new positioning and attitude.
I might even do as the ad says at the bottom -- "This is not over. Tune into The Colbert Report November 12 on Comedy Central."
Oh,I found this Miracle Whip spot on YouTube. When I checked this morning, the 45-second clip had more than 23,000 views. You can see it here.